RESH Salon & Spa

Spring Awakening

Salon Reopening and Tour

Presented by:
Shandell Thomas-Baisden

RESH Salon and Spa Grand Reopening

Presented By: Shandell Thomas-Baisden
In partial completion of Senior Capstone requirements
For
Delaware State University
Department of Mass Communications
Public Relations and Advertising
April 2015

TABLE OF CONTENTS

Executive Summary..

Public Relations Plan

4-6

Goals and Objectives..

Communication Strategies..

Logistics.

Press Release.

Sponsorship Request...

How RESH is Green Handout.

Lessons Learned.

10

Executive Summary
RESH Salon & Spa, previously known as Bliss
Elements Salon & Spa, is the brainchild of Michael and
Sherrell Flagg. Mr. and Mrs. Flagg found a niche creating a
luxurious environment in which clients can relax and Just
BE.
RESH uses specially crafted products with all natural
ingredients chosen to protect and nurture each strand of
hair. The salon has multiple lines of products designed for
men, women, and children.
In addition to creating their own products, RESH also
pride themselves on being Delawares first eco-friendly full
service salon and spa. RESH has many green features that
separate them from other salons in the state including the
use of No VOC paint and a charcoal filtration system that
is unique to the salon.
The purpose of RESHs Spring Awakening was to
introduce the salon to the area and to inform established
and potential clients about the ways RESH is
environmentally savvy and dedicated to
hair care.
3

PR Plan
Goals and Objective

In the summer of 2014, RESH Salon & Spa

simultaneously changed name and location. The move

from Wilmington to New Castle resulted in a loss in
clientele but an opportunity to gain new exposure in the
Red Lion area of Delaware. The Spring Awakening event
was designed with the idea to introduce the salon with the
green features and natural products created by the Flaggs
in the forefront.
Goals
Raise awareness about the ways RESH is a green
organization
Execute the reopening at no cost
Objectives
Attract new clients
Expand RESH product line clientele

PR Plan
Communication Strategies
Although RESH has been using social media
platforms to engage with their audience, we decided to
branch out to more social media sites such as WordPress
and Pintrest.
Facebook and twitter was the salons initial way to
communicate with clients but was not the best social
media platform to advertise RESH hair care products.
Although RESH also used Instagram to show the public
finished hairstyles, they were not using it in a way that was
conducive to attracting new clients exclusively for RESH
products. To remedy this, we decided to show side-by-side
photos of finished hair and whichever product was used.
By creating the blog and Pintrest accounts, RESH will
be able to reach a larger audience through the use of
visuals and a larger platform to discuss RESH hair
products. The blogs primary focus is to describe and
promote various RESH products, especially the Eco-Lux
Line.
5

PR Plan
Logistics
Date
January 28th, 2015

Action
Initial meeting with client, RESH
Salon and Spa.

February 3rd, 2015

Submitted Capstone proposal to

advisor, Dr. Edwards

February 23rd, 2015

Created first draft of save the date

flyer

February 28th, 2015

Contacted local restaurants and

grocery stores about food
donations/sponsorship

March 4th, 2015

Change event date from March

21st, to April 22nd, 2015.

March 10th, 2015

Decided which products would be

used for a raffle

March 17th, 2015

Initial Contact with Tastes from

Tyrea

March 27th, 2015

April 1st, 2015
April 2nd, 2015

Revision of flyer
Start advertisement distribution
Trade In & Trade Up idea
accepted
Confirm menu with caterer
Press Release distributed to CBS,
ABC, NBC, FOX29

April 7th, 2015

April 14th, 2015

April 22nd, 2015

Spring Awakening event

April 30th, 2015

Debriefing with client

Press Release
RESH Salon and Spa
206 Jestan Blvd., New Castle DE 19720
Contact: Shandell Thomas-Baisden
Phone: (302) 983-5505
shandell.thomas@gmail.com
myresh.com

For Release on April 12, 2015:

RESH Salon and Spa is a hidden gem located in the Shoppes at Red Lion in New Castle, Delaware.
(April 22nd, 2015)- Come out and celebrate this Earth Day with Delawares first Eco Friendly Salon and Spa during
our Spring Awakening.
Guests will be able to take a complete tour of the salon and learn about eco-friendly features offered
throughout the facility and receive free consultations from our licensed staff. Additionally, guests will be able to
Trade In and Trade Up by bringing in old hair products and tools and receiving $5 off of every $30 spent on
RESH hair and skin care products.
Light refreshments and raffles will also be available during RESHS Spring Awakening.
RESH Salon and Spa, formerly Bliss Elements, is Delawares first eco-friendly salon and spa. We are
dedicated to providing clients with luxurious hand crafted products used to promote hair growth and exceptional hair
care.
###

Sponsorship Request

To Whom It May Concern:

On April 22nd, 2015, RESH Salon and Spa will be hosting their Grand Reopening. RESH is Delawares
hidden gem of hair salons located in the Shoppes of Red Lion in New Castle, DE. Being the first eco friendly salon
and spa in the state, RESH specializes in hair care and revitalizing hair so that it is the healthiest that it can be.
In order to have a successful event, we are asking for sponsors in the form of donations. We would
appreciate your sponsorship in the form of catering for the event. In return, we will give you exposure on all of our
social media events including Facebook, Twitter, Instagram, and our blog. In addition to exposure on our social
media sites, we will also advertise your company on our flyers and postcards advertising the event.

Thank you,
Resh Salon and Spa

How RESH is Green

Part of the mission statement we created when we opened RESH Salon & Spa is to
provide our guests superior customer service and products that enhance their
natural beauty in a mentally relaxing and environmentally friendly atmosphere.
Our goal is to create a place where guests can just BE with no worries.
Our mission to be green connected us with several companies, products, and
organizations. Listed below are a few green features in our salon and spa:

Glasses and mugs opposed to paper and Styrofoam cups

ENERGY STAR appliances that are independently certified to save energy
Natural gas heat and hot water
No-VOC paint used on interior walls
Ikea sustainable furniture
Zero Water Filtration System
Energy efficient lighting
RESH Eco-Luxurious hair and skin care products
Botanical based relaxers
Sulfate-free shampoo
Low-ammonia color
Charcoal filtered shampoo bowls
LED lighting

Lessons Learned
Working with RESH Salon & Spa was a mostly
positive experience. Some problems encountered were
planning the Spring Awakening at no cost to the salon.
This meant that everything used for the event to be
donated by sponsors or done for free. In order to overcome
this hurdle, a caterer who was trying to get her career
started was willing to provide refreshments at no cost.
Also, trying to work with an organization that is pretty
well established can prove to be difficult because the
organization may feel stuck in their ways in terms of
advertising and reaching their target audience.
If I were to change anything about this capstone
experience, I would try to get the salon to spend a little
money on events that they are hosting.

10